Dual-track development, a popular approach in product management, often falls into the trap of becoming a feature factory. This occurs when teams focus on delivering features without considering their value or impact. The dual-track process, ideally, involves discovery and delivery tracks working in harmony. The discovery track is responsible for identifying what to build, while the delivery track focuses on how to build it.
However, in reality, many organisations misuse the dual-track approach, turning it into a one-way conveyor belt of features. This happens when the discovery track becomes a grooming session for the backlog, rather than a space for exploring customer needs and generating insights. The delivery track, in turn, becomes a machine for churning out features, with little regard for their value.
This misuse of the dual-track approach can lead to wasted effort and resources, as well as a disconnect between the product team and customers. To avoid this, organisations should ensure that the discovery track is used for genuine exploration and learning, and that the delivery track is focused on creating valuable features. It’s crucial to remember that the goal is not just to build features, but to create value for customers.
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